Background and campaign launch
In early 2017, Pepsi announced a global partnership with Kylie Jenner, then 19, for a promotional campaign featuring a television commercial and social activations. The ad quickly became a cultural flashpoint, drawing intense scrutiny and debate about representation, tone, and the role of celebrity in advertising. This overview explains what happened in the campaign, how it unfolded, and what the response revealed about brand–creator alignment and influencer marketing expectations.
What the Pepsi ad showed
The 60-second commercial depicted a range of scenarios in which moments of tension—street protests, a dinner table disagreement—are diffused when a Jenner look‑alike offers a can of Pepsi to diverse participants, culminating in a rooftop photo shoot finale. Jenner is shown entering a photo tent before a live crowd, positioned as a bridge between protest and unity. The creative emphasized Pepsi’s role as a unifying refreshment but leaned heavily on protest imagery and youth-driven activism tropes.
- Core narrative: a symbolic can of Pepsi resolves conflict and brings people together.
- Visual style: polished, cinematic, with fast cuts between protest scenes and a glossy finale.
- Central presence: Jenner as a near‑celebrity ambassador rather than a traditional product demonstrator.
Immediate public reaction and criticism
Within hours of release, the ad faced widespread criticism on social media. Commenters argued that it trivialized serious social movements, particularly Black Lives Matter, by co-opting protest imagery for commercial gain. Many felt the casting of Jenner, a wealthy white celebrity, as a protest mediator was tone‑deaf and inconsistent with authentic grassroots activism. The backlash highlighted ongoing conversations about representation, cultural appropriation, and the ethics of using politically charged imagery in advertising.
Key grievances cited by critics
| Critique | Common argument | Representative sentiment |
|---|---|---|
| Co‑option of activism | Using protest imagery to sell a soda | “Turning pain points into branding moments.” |
| Token diversity | Inclusion without meaningful participation | Superficial diversity that sidelines real voices. |
| Misaligned messenger | Wealthy influencer positioned as change‑maker | Authenticity concerns about celebrity-led activism. |
Official responses and adjustments
Pepsi issued a statement apologizing for missing the mark and announced that the campaign would be paused. The company said it had partnered with Jenner in good faith and aimed to celebrate unity, but acknowledged that the execution caused offense. Days later, the commercial was pulled from air, and further planned activations were scaled back. Jenner’s team also weighed in, emphasizing that the intention was not to make light of activism but to promote connection.
Impact on Kylie Jenner’s personal brand
In the short term, the ad intensified scrutiny of Jenner’s influence and business practices, already under the microscope for marketing tactics and product claims. Long term, the episode became a case study in how celebrity partnerships can misfire when cultural context is misunderstood. It also fueled broader industry reflection on the need for authentic collaboration, transparency, and risk assessment in influencer marketing.
Key lessons for brands and creators
The campaign underscores that high-profile partnerships carry reputational risk and require deep cultural awareness. For brands, aligning with high-profile creators demands clear creative guardrails, diverse counsel, and readiness to pause content when public concern arises. For creators, the importance of credible partnerships, informed consent on messaging, and alignment with personal values remains critical to sustaining trust.
- Do the cultural homework before production.
- Include diverse voices in creative and approval processes.
- Establish clear pause protocols if backlash emerges.
- Ensure messaging matches the brand’s and creator’s authentic positioning.
Comparison with other high‑profile influencer campaigns
| Campaign | Brand + Influencer | Primary outcome | Lesson highlighted |
|---|---|---|---|
| Pepsi x Kylie Jenner (2017) | Pepsi + Kylie Jenner | Ad pulled; widespread criticism | Cultural sensitivity and authentic representation matter. |
| Fabletics x Kendall Jenner | TechStyle Fashion Group + Kendall Jenner | Ongoing program with steady engagement | Long‑term alignment can support sustained partnerships. |
| Fashion Nova x Cardi B | Fashion Nova + Cardi B | Rapid growth but periodic criticism over labor practices | Creator impact can extend beyond creative output to ethics scrutiny. |
Frequently asked questions
- Did the Pepsi campaign change Kylie Jenner’s public perception? The ad intensified existing conversations about wealth, influence, and authenticity, but Jenner’s business momentum largely continued, reflecting her complex public standing.
- Were there financial repercussions for Pepsi or Jenner? While Pepsi’s stock and sentiment faced short‑term negativity, the partnership was discontinued rather than penalized financially. Jenner’s brand later diversified into makeup and skincare, reducing dependence on single campaigns.
- What measurable outcomes resulted from the campaign? The primary measurable outcome was negative: widespread backlash, rapid ad withdrawal, and reputational damage for both parties, illustrating the cost of misaligned creative and cultural context.
Conclusion
The Pepsi advertisement starring Kylie Jenner remains a notable example of how quickly brand messaging can collide with cultural expectations. For audiences, it raised questions about authenticity, representation, and corporate responsibility. For marketers and creators, it reinforced the need for thorough cultural risk assessment, genuine collaboration, and clear contingency planning when high-profile influencer campaigns intersect with sensitive social contexts.